Effective Strategies for Marketing Sustainable Fashion
It’s estimated that the global fashion market will be worth more than 2.25 trillion by 2050. With the rise of the popularity of sustainable fashion, green fashion brands will likely lead the industry’s evolution set to happen within the next ten years.
Sustainable fashion, however, doesn’t start and end with the production of fashion garments. In fact, brands need to pay just as much attention to their marketing efforts as they do to the raw product selection and manufacturing techniques of their socially responsible products.
Ready to learn more about the most effective strategies for marketing sustainable fashion? Read on to find out how to connect with your audience, promote brand credibility, and create a legacy that other brands can look up to.
Marketing sustainable fashion brands should see you focusing on making the biggest possible impact while leaving behind the smallest possible carbon footprint. Here are some steps to help you get started with your sustainable marketing campaign:
#1 – Localize Your Marketing Content to Fit Your Target Audience
When you localize the content of your website and marketing strategy, you’re able to address your audience in a language they understand while also catering to their cultural preferences. The fashion industry already boasts a wide selection of sustainable brands that produce localized content for their international audiences to consume, and you can draw inspiration from them.
Website localization is your key to global expansion as it adapts the shopping experience according to the needs of your customer. By rewording your message about sustainable clothing through localization, you can drive sales and promote your brand in a plethora of new regions across the world.
#2 – Focus on Digital Storytelling
Any reputable fashion brand that produces sustainable clothing should have a narrative and sustainability story as part of its sustainable marketing efforts to help build rapport with its customer base. And you can promote this story through blog posts, podcasts, and videos, a tactic also known as digital storytelling.
By promoting your brand through digital stories, you’re making your customers feel like they are investing in a better future by supporting your brand. One of the best ways to start harnessing the power of digital storytelling is through a blog, so if you don’t already have one, there has never been a better time to get those creative juices flowing!
#3 – Don’t Slack on Customer Support
Humans can’t be available to support international clients 24/7. But we live in a customer-centric world where the smallest delay in service can have a negative impact on your brand reputation. Excellent and around-the-clock, multilingual customer service should absolutely be part of your sustainability marketing plans as it has a direct effect on your brand values.
One solution to this is to build your brand with business process outsourcing (BPO). By partnering with a BPO service provider, you’ll be able to offer your customers in-country, multilingual support when and where they need it most.
#4 – Stick to Straightforward Approaches
There’s nothing to gain by trying to complicate your brand messaging. After all, consumers don’t easily remember a catch line that’s longer than 5 words in length. And when it comes to sustainable marketing, short and sweet is always the best option.
Craft something simple, straightforward, and catchy that’ll impress your audience at first glance. Once you’ve got their attention, you can elaborate on the meaning behind your slogan with concise, clear, and consistent storytelling.
#5 – Network and Make Your Customers Part of the Journey
As a sustainable fashion brand, you need to stay on top of trends on your industry. One way to ensure you’re staying with the flow is by networking with like-minded brands. But you also need to create a culture of inclusivity. And you can do this by letting your customers share their ideas on sustainability as a means to promote your brand’s goals whilst nurturing customer loyalty.
#6 – Harness the Power of Influencer Marketing
Marketing through influencers can be an effective way to gain exposure on social media. When influencers promote your brand’s sustainable mission on social media channels, they’re helping to raise brand awareness.
As an added benefit, it can also enhance your search engine optimization efforts. The majority of fast fashion brands are using this technique as part of their sustainability agenda to grow their audience and improve brand image through a unique and 3rd party marketing message.
Marketing your sustainable fashion brand will naturally require some out-of-the-box thinking, but green marketing doesn’t have to feel like a burden. The sustainable marketing tactics we’ve mentioned here are some great ways to get started in promoting your green fashion brand and encourage your followers to support the sustainable industry as a whole.
With a little rethinking of the traditional marketing game, you can get your sustainability message out there. Armed with the power of localization, straightforward messaging, digital storytelling, exceptional customer service, and influencer promotion, you’ll stay ahead of the game while promoting your brand and driving sales.
Edited by JenniferHahnMasterson